Customers today have a choice. They have the choice to order online, in a local store or even do it themselves. Images that represent your business are essential to convincing your customers they are making the best choice. Professional photographs are a clear & concise way to show your business and your vision. It is through images that we remember clearly, and imagine thouroughly.

In today's world, we are immersed in an endless stream of audio-visual stimuli, making it more difficult to stand out in the crowd. People take pictures every day with their own cameras and phones. People are more visually educated today, more than ever. They can tell good photography from bad. For this one simple reason, you have only a split second to convince a new prospect. You are in charge of your own image, so do it right.

Advertising Photography
Advertising helps you attract or educate your prospects by showcasing your products or services. Photography can illustrate the experience with your products or services. Aesthetic & emotional appeal are essential, along with image content and mood.
Photography is essential to your advertising effort.
Remember: Your advertising should be like your business: UNIQUE, AUTHENTIC and COMPELING.

Before any photo is taken you should ask yourself the following questions:
* What problem does my product or service solve?
* What makes me unique?
* Who are the future prospects I will be addressing?
* How will I reach my future prospects? Where will I advertise (magazine, online banner, Groupon, mobile ad)?
* How will this ad tie-in with the rest of my advertising efforts?

Success Story:
Bella Dimora wanted an ad campaign to show the whimsical feel to the store and their design services.
The store is located in an area of high foot-traffic...however, Bella Dimora wanted to attract new customers. The ads were run monthly in local high end magazines and the photography updated with the seasons.

Metrics showed an increase of 30% in sales from new customers, who were attracted by these new ad campaigns.

Bella Dimora (Bee Cave, TX)

Product Photography

Product photography displayed in catalogs, websites, packaging, and promotional materials requires a meticulous process to obtain optimal results.

Consistency is key: with so much incessant visual stimulation, create an oasis for the eye for your customers by being consistent with your company colors, logo, website and photography in your advertising & marketing materials. Consistency can only be achieved by maintaining an unwavering standard in lighting, coloring and message in the photography you use.
When presenting products, keep a consistent mood, especially in your catalog. Variations should direct the attention to the product, not away from it.

IsaacWare with Whole Foods Market (Austin, TX)

Executive Portraits

A company image is crucial. The way executives are depicted is as important. They represent themselves and their company.
Fortune 500 companies have it right. They look at executive portrait as an investment, not as an expense.

A quick photo search on the internet shows that from early on famous executives such as Bill Gates and Steve Jobs had professional portraits taken.
An executive portrait is seen by customers, investors, future employers, family and friends. Last but not least: yourself.
Your portrait is your ego boost: it makes you feel good, powerful and dynamic. That's worth more than anything.

There are many ways you can use an Executive portrait:
* Press Releases
* Company Announcements
* Letter to Customers
* Social Networks
* Company Annual Reports
* Business Cards
* "About" section or Biography (web pages, reports, book covers, Wikipedia)
* Digital photographs Readily available for download on your website to internal PR and to national media

Professional Portraits

In today's business climate, it is increasingly difficult to know just who you are dealing with, as more and more companies hide behind their digital-selves (such as, off-shore customer service, online-only orders, etc.) The value of your business is the quality of your people. Their professionalism shows in the quality of your company's products and services.
Let your customers put a friendly face on their preferred products and services.

Danel De Betelu (Baker Street Bistro - San Francisco, CA)

Food Photography

Cross-sensory photography is already complicated, but quality food-photography requires adherency to a set of much-higher quality standards. This type of photography poses many challenges. Food is "alive". In the course of only a few seconds, food changes color, consistency, shape & form, and temperature.

Hiring a food stylist helps immensly. They know the art of making food look good by using materials that are not edible. Replacing liquid with a paste, gloss with a spray. They will make a tremendous difference in the presentation of your food.

Less is more.
You don't need to present all of your dishes. Stick to your "signature" dishes, and those with the highest mark-up prices.

Saumon Fourré (Baker Street Bistro - San Francisco, CA)

Textiles and Cosmetics

The popularity of TV shows such as America's Next Top Model or Project Runway have had a positive effect on the general public's view of the fashion industry. It enticed many young minds to throw their souls into the design & craft of clothing.
Doing business in the industries of textiles and cosmetics is no different than any other industry. The End of Fashion by Teri Agins is a book that does a great job of documenting how the economics of the fashion industry has evolved into what it is today. Although the book is not a "how-to" guide, it is a great look inside the reality of a "haute" glamorized industry.
Over the years, we created successful campaign and marketing photographs for fashion houses

Using no model is better than using the wrong model

The difficult part of presenting clothing or beauty products in a photograph is that your prospect will ultimately be judging two individuals: the model in the photograph, and themselves.
The balance lies into creating desire without spiteful self-distress. The choice of the model is critical. The look of the model is critical to sublimate the product.

Givenchy Creative Director Riccardo Tisci used exclusively Asian models to present his Japanese-influenced Spring/Summer 2011 collection. This example illustrates how a company can chose models to express their brand's artistic direction and identity.
While models are widely used in the fashion industry, this is not a necessary condition to commercial success: BlueFly, became the largest discount fashion e-commerce website while using only mannequin on their item photographs.